Delivering Consistent National Brand Service At Multiple Locations - ICSA Presentation Sept 2010
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Talk Given At ICSA National Conference in Atlanta 2010: The challenge of providing world-class levels of customer service through a service business located in multiple states, with diverse employees, in a variety of industries and markets.
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Delivering Consistent National Brand Service At Multiple Locations - ICSA Presentation Sept 2010
- 1. Delivering Consistent National Services at Multiple Locations David Carrithers September 2010
- 2. Why A Spirit Of Serving Customers Matters? "UNITED BREAKS GUITARS" 9,100,000 views http://www.nbcchicago.com/news/local-beat/United-Breaks-Guitars-a-Smash-Hit-on-YouTube.html http://www.youtube.com/watch?v=5YGc4zOqozo
- 3. My Views Of Customer Service Supporting Over 60,000 Buildings
- 4. Another Name For This Conversation… Silence is not golden.
- 5. The Struggle Between… The Needs of the Local Teams and National Brand The Business and the People The Rules and the Relationships
- 6. Does Your Brand Say?
- 7. But Your Teams Are Delivering?
- 8. Customer Retention Why Businesses Lose Customers Source: American Society For Quality
- 9. Service Profit Chain Linking Employees and Customers
- 10. Share What A Bad Experience Can Mean? Have you ever had poor customer service? People not living up to their commitments? Not recognized or listened to? What they said didn't match what they do? The Friendliest Store In Town
- 11. What Is The Customer Buying? We Need To Ask The Field Teams? Case Example
- 12. Facilities Services & Customers? ? ?
- 14. Answer the question: What Is The Customer Buying?
- 15. When You Hear Strategic Relationships What Comes To Mind? Employees? Peers / Site Team? Subcontractors? Clients? End Users (our Clients’ Customers)? Internal Customers? External Customers? Industry Associations & Contacts?
- 16. 16 Are They Buying? Materials Handling? Concrete? Project Management? Cheap Construction? A Buddy? Estimating?NO
- 17. 17 Relationship Words… To exceed our customers expectations by providing high quality, responsive construction and facility operations services with empowered professional employees. Build relationships that withstand the test of time by keeping our promises and honoring our commitments. Customer Satisfaction is the Measure of Our Success! Our Clients Are Buying Our Mission The Client Wants A Relationship That Performs…
- 18. What Our Clients Are Buying? Professional Customer Service with repeatable, predictable and positive outcomes Different kind of construction relationship Not Status Quo Responsive, safe solutions and innovation Construction experts that can be trusted to do what is right & watch out for the client’s interest first Responsive and timely communications Transparency in decisions, work, results A flexible resource pool and experience base We Must Live Our Mission And Values! YES 13
- 19. Customer Focus Of Our Brand Centennial Objective: Driven to provide solutions that allow our customers to look like heroes and remove the conflict & stress out of construction projects. To be the trusted advisor of our clients.
- 20. National Brand Service Levels Clear Brand Guidelines Everyone Understands The Mission The Right Customers Survey Plus (+) One on Ones, Stop Bys, etc. Refresh, Renew, Review
- 21. Start Thinking About Customer Satisfaction? Searching For The Perfect… Customer
- 22. Better Marketing Attracts Right Customers ? ? ?
- 23. 23 We have Strategic Relationships on multiple fronts (employee, clients, subcontractors, partners) and encounter them every day. For the purpose of this presentation we are focusing on Strategic Relationships with our current customers. Our premise: Those contracts with excellent customer strategic relationships achieve higher gross margins. Relationships At Heart Of Value Statement
- 24. 24 Relationships Define Us Our Competitive Advantage
- 25. Tools To Help CS Culture Take Root Zero Punch List Club 4.0 Club 100% Club Customer Service Stand Downs One On One Sessions Customer Satisfaction Surveys Stories We Share New Employee Orientation
- 26. 26 Continually Evolving Customer Focus Program Alignment System for Success Welcoming New Clients
- 27. How Do You Listen? A Crash Class In CS For Me
- 28. When Things Go Wrong http://www.hulu.com/watch/5528/kitchen-nightmares-theres-a-fly-in-myeverything Be Honest With Yourself – Look Around You, Respond!
- 29. Simple Things Matter •How To They Want To Communicate? •What Kind of Reporting Do They Need? •Review a Sample Scope •Review a Sample Project Proposal •Review Billing With Them, Get A Sample Of What They Like/Want •Review the Customer Satisfaction Process •Find Out Who Else in Their Organization Needs to Be Aware Of the JOC Program •Find Out if There are Training Needs •Review a Safety Plan •Ask Them To Describe a Successful Relationship Show Them You Care Ask Them Questions & Listen
- 30. How We Respond Positive, Passionate and Engaged! Centennial Must Stand Out As A Different Kind-Of Construction Company
- 31. Customer Satisfaction Is Owned By All
- 32. Customer Service For Service Teams A Culture Of Service Decision Making Close To Customers Not Just Responding – Thinking For Them Training Efforts To Improve Skills Rewards Programs To Drive Behavior Everyone On The Team Responsible For CS Empowered To Make A Difference You Are Not Alone – Reach Out For Help Check In With Customers – Different Than Day to Day Teams
- 33. 33 0 0.5 1 1.5 2 2.5 3 3.5 4 CSS Average 2006 2007 2008 Highest 10 Lowest 10 We looked at the 10 highest and 10 lowest Gross Margin % contracts in 2006, 2007 and 2008 YTD (volume above $2M) and compared them with their Customer Satisfaction Survey Scores. Strategic Customer Relationships Drive Success Relationship Value GAP So What Do You Think The Difference Represents Between The Top & The Bottom?
- 34. Found In Customer Satisfaction Data Hard skills drive higher overall customer satisfaction scores until @ 3.7 To get 3.7+ rating, need to concentrate on the softer skills: Attitude and cooperation Communication Honoring commitments Value for money Office staff management [From a correlation analysis of 748 surveys covering 4 years]
- 35. Key Thought The Soft Stuff Is The Hard Stuff It Starts With Communications!
- 36. Listening To Your Customers’ Suggestions See the big picture. Ask yourself, "Is this a onetime event, or indicative of a trend?” Think strategically about your customers' businesses, find ways to help them cut costs and increase profits. Go beyond supporting the physical building, or selling your services, make yourself valuable to your customers as an advisor. Be a student.
- 37. The Things that Customers Want Source: "Customer Retention in a Week", Jane Smith Customers will come back if: Your keep your promises You are willing to help You inspire confidence Your treat customers as individuals You make it easy for customers to do business with you All the physical aspects of your product or service give a favorable impression
- 38. Oh The Nail..
- 39. Remember… Silence is not golden.
- 40. Thank You! David Carrithers Maritz, Inc. david-carrithers@earthlink.net 707-484-3620
Notas do Editor
- Will ask individuals taking the class to think about what SR means to them? Have they ever experienced one in business? It is important to tap into their personal feelings on this. The instructor needs to share an example of just such a relationship – and what this means to them. In my case it is those relationships in business that I know if I get into a bind/a tough situation I can pick up the phone and ask for help at any level and on anything (even if it is not their area of excellence).
- The goal is to get everyone thinking “ I need to talk with my customers – new ones and old – making sure we are aligned and on the same page.” It is very, very important that when we launch a new relationship we are asking questions, learning how the customer likes to operate. Learn what are they better with emails, phone calls? Do they live and die by the Blackberry? When there are problems when and how do they like to learn about them? Share the point that one of the top three complaints of new customers is “the billing was wrong” or “the billing is not the way I need it” so they hold off for a while to deal with it and with Centennial. It would be better to understand their expectations and desired way of doing this before we start sending them invoices. This may seem like a simple thing – but it means a great deal to how we kick off the first projects.
- Need to share that even in the end, if all things are equal (price, response, etc.) a positive, engaged relationship can set Centennial apart. Construction can be so very confrontational and hard headed. So if Centennial stand out and shines as “those Centennial people, well, there is just something different about them…” with our customers, our partners, our subcontractors and even our employees this will help move use to a new level and playing field.